Does DOOH Matter? Tim Rowe on the Marketecture Podcast with Ari Paparo and Eric Franchi

Summary

In this episode of the Marketecture podcast, host Ari Paparo is joined by Eric Franchi and Tim Rowe, founder of the OOH Insider podcast, to dive into the world of Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising.

The episode kicks off with an exciting scoop about a recently published deck from DoubleClick (get it here), revealing insights that highlight their conservative estimates regarding media revenue.  From there, it's an action-packed conversation about Why DOOH Matters, how it's being traded, and speculation on winners and losers as the programmatic pieces fall into place.

Takeaways

• Market Size and Growth: The global DOOH market is approximately $21 billion, with $5 billion in the U.S. Despite growth, its share of advertising spend is declining, indicating challenges in capturing a larger market share.
• Fragmentation Challenges: The DOOH industry faces fragmentation, with many screens and networks leading to inefficiencies. Most programmatic transactions occur through private marketplaces (PMPs), complicating the buying process.
• Future of DOOH: The integration of DOOH with connected TV (CTV) and advancements in technology, such as first-party data utilization, are seen as key opportunities for growth and innovation in the sector.
• Attention Measurement: The collaboration between IAB and MRC for attention measurement accreditation is a significant step towards validating attention as a metric in advertising, which could benefit OOH advertising strategies.

Chapters

• 00:02:05 - Why Care About OOH/DOOH?
• 00:02:23 - Case for DOOH
• 00:02:49 - Market Size of DOOH
• 00:04:07 - Growth Challenges in DOOH
• 00:07:16 - Programmatic Transactions in DOOH
• 00:08:03 - Leading Programmatic Companies in DOOH
• 00:13:08 - Measurement in DOOH
• 00:16:33 - Future of DOOH and CTV Convergence
• 00:21:45 - Roku's Role in DOOH
• 00:37:41 - Attention Measurement in OOH

Check out the Marketecture Podcast at https://www.marketecture.tv/

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